APPROACH
Through a rigorous process, existing service design methodologies were combined into a bespoke approach to provide a deeper understanding of the challenges customers faced. Detailed first-hand knowledge of customers would provide the empathy required to explore meaningful solutions.
![](https://assets-global.website-files.com/595d8bfe899dd77ebd9fc3a8/595e3af794d2a84ca1f91f06_approach.png)
![](https://assets-global.website-files.com/595d8bfe899dd77ebd9fc3a8/595e3b3281db0547055c7853_approach1.png)
PROBLEM FRAMING
First stop was to openly explore the problem space with Stockland stakeholders, understand their business challenges and frame the problem from a customer perspective.
![](https://assets-global.website-files.com/595d8bfe899dd77ebd9fc3a8/595e29f71787f439ed143266_2.png)
![](https://assets-global.website-files.com/595d8bfe899dd77ebd9fc3a8/595e3b3281db0547055c7852_approach2.png)
RESEARCH
To explore the problem space from a customer perspective, a tailored combination of Stockland staff interviews, in-centre customer observations and intercept interviews were carried out. The result was an extensive and valuable data set - direct from the people that mattered. Roughly 3900 data points, not a small number to work with.
![](https://assets-global.website-files.com/595d8bfe899dd77ebd9fc3a8/595e2c19bf83f839aec3f676_3.png)
![](https://assets-global.website-files.com/595d8bfe899dd77ebd9fc3a8/595e3b3281db0547055c7852_approach2.png)
RESEARCH
To explore the problem space from a customer perspective, Stockland staff interviews, in-centre customer observations and intercept interviews were carried out. The resulting data set was extensive - roughly 3900 individual data points.
![](https://assets-global.website-files.com/595d8bfe899dd77ebd9fc3a8/595e3b310437744f888fa71e_approach3.png)
ANALYSIS & SYNTHESIS
Understanding what everything meant was made possible through intensive data analysis, pattern finding and synthesis into insights. The resulting opportunity space provided a robust strategic platform for ideation and concept development.
![](https://assets-global.website-files.com/595d8bfe899dd77ebd9fc3a8/59a6525a2426b200012ea42d_4b.png)